...Pascale Marceau; Frank Pons Purpose This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor. Design/methodology/approach Online survey data...

...Leonard Vance; Maria M. Raciti; Meredith Lawley Purpose Sponsorship can be an effective strategic marketing tool yet it attracts criticism as a corporate indulgence shaped by the personal interests of senior executives. While research into the outcomes of sponsorship is extensive, the practices...

...Rami Olkkonen; Pekka Tuominen Purpose To describe, analyse, and understand relationship fading between a business sponsor and a sponsored museum in the context of cultural sponsorships. Design/methodology/approach The empirical study uses a longitudinal and a dyadic approach to analyse...

...Richard R. Dolphin Advertising and sponsorship are both key areas of concern to management scholars. In the dynamic and sophisticated market world in which integrated marketing communication strategies play roles of increasing importance, this paper reflects on the extent to whcih sponsorship has...

...Francis Farrelly; Pascale Quester; Felix Mavondo Despite increasing attention in the marketing literature devoted to market orientation and relationship marketing issues, the sponsorship relationship has not been examined according to these perspectives. In this study, a number of propositions...

... and a sponsor’s brand image. Sponsorship Marketing communications Sales promotion Brands China To international companies, China is undoubtedly a large and important market with 1.3 billion consumers. The economic reform and opening up of the country since 1979 has set off an unprecedented...

...Rami Olkkonen; Henrikki Tikkanen; Kimmo Alajoutsijärvi Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest...

...Pascale Quester Sponsorship is an important communication tool yet evidence of its effectiveness is often sketchy as many sponsors fail to conduct rigorous evaluation programmes. Suggests that this study of a major Australian sporting event over three years, that certain conditions, such as naming...